Our Story

Dream it.

In 2007, founding member Amy E. Witting was working an office job, quietly wondering how she ended up so far from the creative life she imagined as a child. When a fellow creative traveler gifted her The Artist’s Way, something shifted. She took a risk, signed up for an acting class, and began secretly bringing in monologues she had written. Afraid of being discovered, she finally confided in a friend. The secret didn’t stay a secret long—her teacher encouraged her to self-produce and start a company of her own.

Build it.

A creative piece starts with one person but grows through many. That’s when the seed of aWe began to sprout. Amy’s brother offered the name “aWe,” based on her initials on a towel (though she’s never owned a monogrammed thing in her life). “Creative Group” came next—because the company was always meant to be a place where people could show up exactly as they are, tap into their original creative spark, and feel safe enough to play.

Grow it.

Creativity is a lifelong practice. It takes courage, patience, and an open heart. aWe Creative Group has nurtured hundreds of artists through its festivals, workshops, and programs—most famously the PlayFun! Festival, where actors, writers, and educators return to the joy of discovery. Over the years, the company has evolved in form but never in spirit. That original impulse—to make powerful, honest work with people who share the same heartbeat—remains at the center of everything we do.